Integrating Service Marketing Strategies for Process Equipment — A Case Study of IC fabrication Market in Taiwan

• Main Author: 張櫻子
• Other Authors: Huang, Jen-Hung
• Format: Others
• Language: en_US
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/49797061336153527536

碩士 === 國立交通大學 === 管理科學系 === 91 === This article develops a case study based framework for formulating integrated service strategies for warranty end semiconductor process equipment in the industrial context by investigating the tendency of customer’s perception on the importance service acquire either from product provider or third-party service provider in Taiwan IC fabrication Market. The importance of the possible service strategy that process equipment provider can develop when the market growth of equipment is slowing down and the third-party service provider can differentiate its competency with the product provider are examined in this case study. Moreover, the general service features that product provider and third-party service provider can possess are also studied. The results show that Foundry firms have a favorable perception on the protection of property information proprietary and cost per wafer pass. Product provider can use usage related presale service and confidence in use as a means of differentiating their integrated service in this market segment whereas third-party service provider can have strategic alliance with product provider to build-up customer relationship and technical know-how in short term and supporting the customized service with low cost parts alone in long term. DRAM firm was found to have distinct preference on service performance and service price. Thus, Product provider can focus service strategy on offering usage related product service and increasing customer’s confidence in use whereas third-party service provider can have strategic alliance with product provider in business promotion. IDM aware of paid by usage with on-call service and service price. Consequently product provider may use the usage related pre-sale as a means of building a relationship with customer in this market segment. Meanwhile, third-party service provider can provide non-critical service by leveraging strategic alliance in Foundry segment and DRAM segment.